Menurut Roger (1995) dalam Hsun Ho and Wu (2011: pp 259-260)
“Innovative characteristics, especially those perceived by adopters, can increase the
acceptability of a new product”. Karakteristik inovatif, terutama yang dirasakan oleh
pemakai, dapat meningkatkan penerimaan produk baru.
“Rogers (1983) regarded the innovative product’s character itself will
determine the speed of diffusion supported by its five factors, namely
‘Relative Advantage’, ‘Compatibility’, ‘Complexity’, ‘ Trialability’ and
‘Observability’. Rogers’ assertion is supported by many practical
studies (Tornatsky and Klein, 1982), including the study on relative
advantage and compatibility of 19 household goods by Holak and
Lehmann (1990) which proves direct influence on consumption of
innovative product (Kim and Nam, 2003)”. dalam Hwang, Min Woo
(2005)
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